Email: limch@scut.edu.cn
1、 Profile（ Personal Profile ）
Li Muchun, professor of the Department of Tourism Management of South China University of Technology, doctor of management, master's supervisor, is currently the deputy director of the Department of Tourism Management and vice president of the Tourism Planning and Development Research Institute. As a core member of the provincial think tank and research platform, he also serves as the Guangdong Modern Service Industry Research Institute, the Key Laboratory of Digital Rural and Cultural Tourism Sustainable Development of South China University of Technology, the Guangdong Tourism Strategy and Policy Research Center of South China University of Technology, the Guangdong Rural Revitalization and Tourism Big Data Engineering Technology Research Center Researchers from Guangzhou Culture and Tourism Integration Development Research Base and other institutions are deeply involved in local cultural and tourism policy consultation and industry development research.
In the field of academic research, it focuses on the integration and innovation of culture and tourism, the revitalization of rural talents and the construction of governance system, the theoretical breakthrough of tourism economy and the innovation of service mode, and the optimization of financial strategies of culture and tourism enterprises Higher Education and Teaching Reform Equal direction. Presided over and participated in more than ten national, provincial and ministerial key projects, covering the major humanities and social sciences projects of the Ministry of Education, the National Social Science Fund, the National Natural Science Fund and the Natural Science Fund of Guangdong Province; At the same time, it has undertaken a number of horizontal topics entrusted by local governments and enterprises and institutions, led practical projects such as global tourism planning, cultural and tourism industry upgrading, and realized the deep integration of academic research and industrial applications.
In terms of academic achievements Tourism Journal, Tourism Science 《 Buildings 》《 Forests 》Etc domestic and foreign publication upper Published more than 90 papers and textbooks six Ministry, participate in The Research Report on Tourism Development in Guangdong Province was awarded two thousand and twenty-one The first prize of the ninth Guangdong Provincial Philosophy and Social Sciences Research Report in provides important decision-making reference for regional cultural and tourism development. Keynote Selected in the course of Interesting Reading of Financial Statements two thousand and twenty-three year National first-class undergraduate courses, The Principles of Hotel Management, as a core member, was selected two thousand and twenty National first-class undergraduate courses in, Continuously explore and innovate in teaching practice to inject new impetus into talent cultivation in the field of culture and tourism.
2、 Enrollment major （ Enrollment major ）
（ one ）Academic Master: Tourism Management
（ two ）Academic Master: Rural Revitalization
（ three ）Professional Master: Engineering Management (Digital Cultural Tourism and Exhibition Engineering Management)
3、 Main course （ Courses offered ）
（ one ） Interesting reading of financial statements （ Interesting R eading of F inancial S tatements ）： General education course, national first-class course ；
（ two ） Tourism Economics（ Tourism Economics ） ： undergraduate Major Compulsory ；
（ three ） Digital Economy and Smart Tourism（ Digital Economy and Smart Tourism ）： undergraduate Major Compulsory ；
（ four ） Financial management（ Financial Management ）： Undergraduate Major Compulsory , Elective;
（ five ） Financial Analysis and Enterprise Development（ Financial Analysis & Enterprise Development ） ： Undergraduate Major Elective ；
（ six ） Tourism project investment and evaluation（ Tourism Project Investment and Evaluation ） ： undergraduate Major Elective ；
（ seven ） Enterprise chain operation management （ Chain M anagement ） ： Undergraduate Major Elective ；
（ eight ） Financial accounting of hotel industry ( Bilingual ) （ Hospitality Industry Financial Accounting ）： Compulsory undergraduate major , Elective;
（ nine ） OPERA Hotel checkout（ Opera Cashier ） ： Undergraduate professional experimental courses;
（ ten ） Principles of Accounting （ All English ） （ Principles of Accounting ） ： Undergraduate students Major Compulsory ；
（ eleven ） Operation and Management of Multinational Corporations（ M ultinational C orporation s Operation and M anagement ） ： Undergraduate students major choose repair ；
（ twelve ） Tourism research methods（ Tourism Research Method ） ： graduate student Major Compulsory ；
（ thirteen ） Thesis Writing and Academic Norms（ Thesis Writing and Academic Norms ） ： graduate student Major Compulsory ；
（ fourteen ）Engineering Economics（ Engineering Economics ） ： Postgraduate Major Compulsory ；
（ fifteen ） Tourism capital operation（ Tourism Capital Operation Management ） ： graduate student Major Elective ；
（ sixteen ） Strategic management of international enterprises（ International Corporation Strategic Management ） ： graduate student Major Elective ；
4、 Educational experience （ Education ）
（ one ） 2014.7-2015.8 : Visiting scholar, School of Human Environmental Sciences, University of Arkansas
（ two ） 2010.9-2010.12 : Further study in the School of Tourism and Hotel Management, Hong Kong Polytechnic University
（ three ） 2006.9-2010.6 : Doctor of Management, South China University of Technology
（ four ） 2000.9-2003.3 : Master of Economics, South China University of Technology
（ five ） 1995.9-1999.6 : Bachelor of Management, Henan University of Economics and Law
5、 Scientific research projects （ Research Project ）
one Scientific research projects presided over
（ thirteen ） two thousand and twenty-five Annual Chaozhou Philosophy and Social Sciences 14th Five Year Plan Project: Research on the Mechanism of Dynamic Inheritance of Chaozhou Ancient City Cultural Heritage and Deep Integration of Cultural Tourism Driven by Digital Technology（ 2025.5-2026.5 , subject number 2025-A-10 ）
（ twelve ） two thousand and twenty-four The second batch of special entrusted projects of the provincial philosophy and social science innovation project: research on the method and path of digital empowerment of Lingnan traditional village protection（ 2024.12-2026.12 ， GD24WTCXGC05 ）
（ eleven ） two thousand and twenty-four The theoretical research topic of the CPPCC of South China University of Technology: the role of the integration of tourism and tourism in the construction of the Chinese national community in the Guangdong Hong Kong Macao Greater Bay Area（ 2024.4-2024.9 ）
（ ten ） two thousand and twenty-three South China University of Technology Party building research project: research on the mechanism and practice of collaborative education of school enterprise party building（ 2023.12-2024.12 ）
（ nine ） two thousand and twenty-two The 14th Five Year Plan for the Development of Philosophy and Social Sciences in Guangzhou: Research on Guangzhou Higher Education Reform Promoting the Coordinated Development of Guangdong Hong Kong Macao Greater Bay Area（ 2022GZGJ131 ， 2022.5-2024.5 ）
（ eight ） two thousand and twenty-two Party building research project of South China University of Technology: inheriting red genes with live red resources innovation practice of grass-roots party building model（ 2022.4-2022.12 ）
（ seven ） two thousand and twenty-two The United Front Theory Project of South China University of Technology in: Research on the Mechanism and Path of Entrepreneurship and Employment of Hong Kong, Macao and Taiwan Youth in the Guangdong Hong Kong Macao Greater Bay Area to Enhance National Identity（ 2022.5-2022.10 ）
（ six ） two thousand and twenty Enterprise entrusted project: technical services of Hopu Environmental Protection Home Furnishing Co., Ltd（ 2020.1-2020.12 ）
（ five ） two thousand and twelve Humanities and Social Sciences Project of the Ministry of Education: Research on the Relationship between Technology Merger and Innovation Performance Based on the Integration of Innovation Resources（ 2012.1-2015.12 , subject number 12YJC630097 ）
（ four ） two thousand and eleven Soft science projects in Guangdong Province: the impact of mergers and acquisitions on technological innovation performance: an empirical analysis based on high-tech enterprises in Guangdong Province（ 2011.1-2014.12 , subject number)
（ three ） two thousand and thirteen Fundamental Research Funds for Central Universities of South China University of Technology (Natural Science): Research on the Interaction Mechanism between Technology Merger and Innovation Performance of China's High tech Listed Companies under the Guidance of Innovation Strategy（ 2013.1-2015.12 ）
（ two ） two thousand and eleven Fundamental Research Funds for Central Universities of South China University of Technology (Social Sciences): Research on the Impact of Technology Mergers and Acquisitions on the Innovation Performance of High tech Enterprises in Guangdong Province（ 2011.1-2013.12 ）
（ one ） two thousand and ten Humanities and Social Sciences Project of South China University of Technology: Research on the Application of Resource Outsourcing in Chinese Hotel Enterprises（ 2010.1-2013.5 ）
two Teaching and research projects presided over
（ thirty ） two thousand and twenty-five Annual Undergraduate Course of South China University of Technology Ideological and Political Demonstration Course: Financial Management（ 2025.5-2026.5 ）
（ twenty-nine ） two thousand and twenty-five Annual South China University of Technology Smart Course Cultivation Project: Interesting Reading of Financial Statements（ 2025.5-2026.5 ）
（ twenty-eight ） two thousand and twenty-five year South China University of Technology Special construction project of high-quality undergraduate teaching materials : Digital Economy and Smart Tourism（ 2025.6-2027.5 ）
（ twenty-seven ） two thousand and twenty-five Guangdong Hong Kong Macao Greater Bay Area Universities Online Open Course Alliance Online Open Course: Tourism Economics（ 2025.5-2026.5 ）
（ twenty-six ） two thousand and twenty-four Annual Undergraduate Deep Learning Classroom Project of South China University of Technology: Tourism Economics (Integration of Industry and Education)（ 2024.1-2024.12 ）
（ twenty-five ） two thousand and twenty-four South China University of Technology Postgraduate Education and Teaching Achievement Award Cultivation Project : four integrations of teaching and six linkages of research: innovation and practice of talent training model for cultural and tourism graduate students in the new era（ 2024.5-2026.5 ）
（ twenty-four ） two thousand and twenty-four South China University of Technology AI Enabling undergraduate course project : Tourism Economics（ 2024.7-2025.6 ）
（ twenty-three ） two thousand and twenty-three The first-rate online undergraduate project of South China University of Technology in: Tourism Economics（ 2023.6-2025.6 ）
（ twenty-two ） two thousand and twenty-three School level teaching research and teaching reform project of South China University of Technology in: research on the mechanism and path of tourism management professional curriculum collaboration curriculum ideological and political based on virtual teaching and research department（ 2023.6-2025.6 ）
（ twenty-one ） two thousand and twenty-three The exchange project between teachers and students of higher education institutions in the mainland and Hong Kong and Macao in: New Cultural Tourism Summer Camp for Young Students in the Greater Bay Area of Guangdong, Hong Kong and Macao（ 2023.6-2023.8 ）
（ twenty ） two thousand and twenty-three Guangdong Postgraduate Degree and Postgraduate Education Reform Research Project: Research, Production and Teaching Integration Cultivation Mechanism and Path of Tourism Management Major from the Perspective of Cross integration
（ 2023JGXM_006, 2023.6-2025.6 ）
（ nineteen ） two thousand and twenty-two Key topic of Guangdong Provincial Undergraduate University Online Open Course Steering Committee in the year: Online Open Courses Promote Ideological and Political Construction of Courses（ 2022ZXKc011 ， 2022.6-2024.6 ）
（ eighteen ） two thousand and twenty-one The Research Project of Higher Science Education of the Science Education Professional Committee of the Chinese Society of Higher Education: Research on General Education in the Cultivation of Higher Science Talents（ 21ZSLKJYYB20 ， 2021.12-2023.12 ）
（ seventeen ） two thousand and twenty-one Guangdong Hong Kong Macao Greater Bay Area Universities Online Open Course Alliance Education Research and Reform Project: Interesting Reading of Financial Statements（ WGKMII140 ， 2021.12-2023.12 ）
（ sixteen ） two thousand and twenty-one Special construction project of high-quality undergraduate teaching materials of South China University of Technology: Tourism Economics（ 2021.6-2023.6 ）
（ fifteen ） two thousand and twenty-one South China University of Technology Graduate Course Ideological and Political Demonstration Course Construction Project: Tourism Research Methods（ 2021.12-2023.12 ）
（ fourteen ） two thousand and twenty Quality Engineering Construction Project of Undergraduate Universities in Guangdong Province: Online Course Interesting Reading of Financial Statements（ 2020.6-2023.6 ）
（ thirteen ） two thousand and twenty South China University of Technology School level Curriculum Ideological and Political Teaching Team: Tourism Economics（ 2020.5-2021.5 ）
（ twelve ） two thousand and twenty-one Guangdong Provincial Curriculum Ideological and Political Reform Demonstration Class Project: Interesting Reading of Financial Statements（ 20217-2021.12 ）
（ eleven ） two thousand and twenty Overseas famous teacher project of Guangdong Provincial Science and Technology Department: tourism capital operation（ 2020.7-2022.7 ）
（ ten ） two thousand and eighteen Guangdong Higher Education Teaching Research and Reform Project: OBE Based on the concept SPOC And FCM The Exploration and Practice of Mixed Teaching Mode in Financial Management（ 2018.12-2021.12 ）
（ nine ） two thousand and twenty Teaching Research Project of South China University of Technology: Construction and Evaluation of Mixed Teaching Mode of General Education under the Background of New Engineering -- Taking Humanities General Education Courses as an Example（ 2020.9-2022.8 ）
（ eight ） two thousand and twenty-one Teaching Research Project of South China University of Technology: Research on General Education Curriculum Construction and Evaluation Mechanism under the Mixed Teaching Mode -- Take Fun Reading Financial Statements as an example（ 2021.5-2022.12 ）
（ seven ） two thousand and nineteen South China University of Technology five MOOC Project: Fun Reading Financial Statements（ 2019.5-2021.5 ）
（ six ） two thousand and eighteen The eighth batch of educational technology innovation application project of South China University of Technology: flipped classroom teaching reform of hotel financial accounting course based on micro courses（ 2018.1-2018.12 ）
（ five ） two thousand and eighteen South China University of Technology undergraduate characteristic course construction project: financial management case based teaching curriculum reform（ 2018.3-2018.12 ）
（ four ） two thousand and sixteen Undergraduate Teaching Project of South China University of Technology: Fine Micro Course of Financial Management（ 2016.1-2016.12 ）
（ three ） two thousand and fifteen Higher Education Research Fund Project of South China University of Technology: Research on the Application of Value added Evaluation Method in Higher Education Performance -- Take the School of Economics and Business of South China University of Technology as an example（ 2015.12-2017.12 ）
（ two ） two thousand and thirteen Teaching and Research Project of South China University of Technology: Research on Three Creativity Talents Training of Tourism and Convention and Exhibition Specialty under the Government, Industry, University, Research and Foreign Affairs Mode（ 2013.9-2015.6 ）
（ one ） two thousand and nine Teaching research project of South China University of Technology: based on E-Learning Teaching Research and Practice of Characteristic Big Foundation Course for Tourism and Convention and Exhibition Specialty of（ 2009.9-2012.12 ）
three Scientific research projects
（ twenty-two ） two thousand and twenty-three Research and explain the spirit of the 20th National Congress of the Communist Party of China and the major project of the National Social Science Fund Research on the deep integration and development of culture and tourism in the process of Chinese modernization（ 23ZDA091 ， 2023.7-2027.6 ）
（ twenty-one ） two thousand and twenty-three General Project of Humanities and Social Sciences Research of the Ministry of Education Research on Tourism Promoting the Symbiosis Mechanism of National Park Community and Wildlife（ 2023.7-2026.6 ）
（ twenty ） two thousand and twenty-two Major project funded by the Ministry of Education in the later stage: integration of culture and tourism: theoretical basis and practical innovation research（ 2022.9-2025.9 ）
（ nineteen ） two thousand and twenty-two National Natural Science Foundation for Young Scholars: Research on Visual Landscape Assessment Methods of Traditional Villages in Guangdong Based on Deep Learning（ fifty-two million two hundred and eight thousand and fifty-seven ， 2022.9-2025.9 ）
（ eighteen ） two thousand and twenty-one Construction Project of Teaching Quality and Teaching Reform Project of Undergraduate Universities in Guangdong Province (Higher Education Teaching Reform (Entrusted) Project): the transformation of tourism management and service education major to research travel education -- the construction and implementation of a long-term mechanism of cultivating research tutors based on the integration of industry and education（ 2021.12-2024.12 ）
（ seventeen ）National Social Science Foundation of China: Research on Modernization of Rural Tourism Community Governance（ 21FGLB062,2021.12-2024.12 ）
（ sixteen ）Major Basic Theory Research Project of Social Science Planning in Guangdong Province: Digital Empowering Rural Culture + Research on high-quality development of tourism integration（ GD21ZDZGL01,2021.12-2023.12 ）
（ fifteen ）National Social Science Fund Project: Research on the Synergistic Mechanism of Rural Tourism Development and Sustainable Livelihoods of Farmers in Poverty stricken Areas（ 18BJY199 ， 2018.9-2021.3 ）
（ fourteen ）National Social Science Fund of China: Measurement of the Development Level of Beautiful China and Its Impact on the Changes of Inbound Tourism Flows and Fluids（ 19BJY207 ， 2019.9-2023.12 ）
（ thirteen ）Major Project of Philosophy and Social Sciences Research of the Ministry of Education: Research on the Path of Strengthening International Cooperation in the Service Industry to Improve China's Industrial Global Value Chain Status（ 17JZD020 ， 2017.9-2021.9 ）
（ twelve ）Humanities and Social Sciences Project of the Ministry of Education: Dual Constraints of System and Resources on Chinese Private Enterprises OFDI Research on the Influence Mechanism of Entry Mode: Based on the Cognitive Perspective of Managers（ 2018.9-2021.12 ）
（ eleven ）Guangdong Natural Science Foundation Project: Chinese Private Enterprises under the Dual Constraints of Resources and Institutions OFDI Influence mechanism of entry mode selection（ 2019.9-2022.12 ）
（ ten ）Key Research Project on Degree and Graduate Education Reform in Guangdong Province: Exploration and Study of International Education and Teaching Reform Practice for Graduate Students majoring in Tourism Management（ 2017JGXM-ZD03 ， 2017.12-2021.12 ）
（ nine ）Project entrusted by Huiyang District Bureau of Culture, Radio, Television, Tourism and Sports: Overall Planning of Huiyang Danshui Old City Cultural Tourism and Leisure Area（ 2021.5-2021.12 ）
（ eight ）Entrusted project of Foshan Culture, Radio, Television and Tourism Bureau: Foshan Whole Area Tourism Development Planning Project（ 2021.2-2021.12 ）
（ seven ）Provincial key platforms and major scientific research projects of Guangdong universities and colleges Characteristic innovation projects: research on the basic theory, development strategy and implementation path of research travel in primary and secondary schools（ 2017GXJK128 ， 2017.9-2021.12 ）
（ six ）Guangzhou University Innovation and Entrepreneurship Education Project: Tourism Management Major Entrepreneurship and Innovation Education（ 201709k38 ， 2017.9-2019.9 ）
（ five ）Guangzhou Nansha Tourism Bureau Project: Guangzhou Nansha New Area (Free Trade Zone) Cruise Industry Investment Promotion Research（ 2018.7-2018.12 ）
（ four ）Planning project entrusted by Guangdong Provincial Tourism Administration: Overall Development Plan for Poverty Alleviation through Tourism in Lingshui Village, Pingyuan County, Meizhou（ 2016-2020 ）（ 2016.12-2017.5 ）
（ three ）National Social Science Youth Fund Project: Research on Post merger Control of Chinese Enterprises in Transition（ 11CGL050 ， 2011.7-2014.7 ）
（ two ）Projects in national tourism situation: research on diffusion, transformation and upgrading of low-carbon technologies in China's hotel industry（ 11TACG012 ， 2011.5-2012.12 ） 09TACC031 ， 2009.4-2010.4 ）
（ one ）Humanities and Social Sciences Project of the Ministry of Education: Research on Innovation Mode of Low Carbon Economy in Tourism（ 10YJAZH0852 ， 2010.9-2012.12 ）
6、 Guiding student projects and winning prizes
one Instruct students in research projects
（ forty-one ） two thousand and twenty-five Innovation and Entrepreneurship Training Project for College Students in Guangdong Province: Digital Wanderer Community: Relationship Embedding New Password to Open Individual Career Transformation and Development Path（ 2025.5-2026.5 ）
（ forty ） two thousand and twenty-five South China University of Technology SRP Project: Research on the construction of rural digital nomads' innovation and entrepreneurship ecosystem from the perspective of relationship embeddedness（ 2025.5-2026.5 ）
（ thirty-nine ） two thousand and twenty-four Innovation and Entrepreneurship Training Program for College Students in Guangdong Province: My hometown is my peace of mind: construction and integration of rural entrepreneurship ecosystem（ 2024.5-2025.5 ）
（ thirty-eight ） two thousand and twenty-four National Undergraduate Innovation and Entrepreneurship Training Project: Silver Hair People's Thinking and Remembrance from the Perspective of Cultural Tourism Integration: Creation and Upgrading of Nostalgic Tourism Destinations（ 2024.5-2025.5 ）
（ thirty-seven ） two thousand and twenty-four South China University of Technology SRP Project: Research on the construction of entrepreneurial ecosystem of new rural talents from the perspective of rural revitalization（ 2024.3-2025.3 ）
（ thirty-six ） two thousand and twenty-three National Undergraduate Innovation and Entrepreneurship Training Project: Shixing Oriental: Research on Value Innovation of Foshan Xingshi Intangible Cultural Heritage Tourism Products from the Perspective of Cultural Tourism Integration（ 2023.5-2024.5 ）
（ thirty-five ） two thousand and twenty-three Innovation and Entrepreneurship Training Program for College Students in Guangdong Province: Integrity and Innovation: Integration and Development of Rural Home stay and Intangible Cultural Heritage Modernization（ 2023.5-2024.5 ）
（ thirty-four ） two thousand and twenty-three Innovation and Entrepreneurship Training Project for College Students in Guangdong Province: Spiritual Utopia: The Core Competitiveness of Rural Camping Scenic Spots is Improved Again（ 2023.5-2024.5 ）
（ thirty-three ） two thousand and twenty-three South China University of Technology's Hundred Step Ladder Climbing Plan: Research on the Path of Rural Tourism around Modern International Cities to Promote the Deep Integration of Culture and Tourism（ 2023.4-2024.5 ）
（ thirty-two ） two thousand and twenty-three South China University of Technology SRP Project: Research on the Mode Selection and Practice Path of New Farmers Rural Culture and Tourism Entrepreneurship Boosting Rural Revitalization（ 2023.3-2024.3 ）
（ thirty-one ） 2023“ Xinwangda Cup South China University of Technology 18th Challenge Cup Undergraduate Extracurricular Academic Science and Technology Works Competition Project: Changes in Rural Residents' Life and Consumption Modes under the Background of Rural Revitalization - Take Mibu Village and Hongshi Village, Conghua District, Guangzhou City as examples)
（ thirty ） two thousand and twenty-two South China University of Technology's Hundred Step Ladder Climbing Plan: based on the key education experience theory, improve the design of Guangzhou red research travel products（ 2022.4-2023.5 ）
（ twenty-nine ） two thousand and twenty-two National Undergraduate Innovation and Entrepreneurship Training Program: Presence Application of National Intangible Cultural Heritage and Co creation of Cultural Tourism Values in the View of Rural Revitalization -- Taking Liannan Millennium Yaozhai as an Example（ 2022.5-2023.5 ）
（ twenty-eight ） two thousand and twenty-two Provincial Undergraduate Innovation and Entrepreneurship Training Program: Distance around: Exploration of the Trend of Urban Camping Tourism（ 2022.5-2023.5 ）
（ twenty-seven ） two thousand and twenty-two Provincial Undergraduate Innovation and Entrepreneurship Training Project: Research on the Digitization and High quality Development Mode and Path of Red Tourism in Guangdong Province（ 2022.5-2023.5 ）
（ twenty-six ） two thousand and twenty-two South China University of Technology SRP Project: Research on Tourism Activation of Intangible Cultural Heritage in Guangdong Hong Kong Macao Greater Bay Area（ 2022.3-2023.3 ）
（ twenty-five ） two thousand and twenty-one National Undergraduate Innovation and Entrepreneurship Training Program: Brand Promotion of Intangible Cultural Heritage Traditional Skills from the Perspective of New Media -- Taking Guangdong Herbal Tea as an Example（ two hundred and two billion one hundred and ten million five hundred and sixty-one thousand and eighty-nine ， 2021.5-2022.5 ）
（ twenty-four ） two thousand and twenty-one National Undergraduate Innovation and Entrepreneurship Training Project: Operation and Innovation of Guangdong Rural Intangible Cultural Heritage Museum from the Perspective of Cultural Tourism Integration（ two hundred and two billion one hundred and ten million five hundred and sixty-one thousand and eighty-eight ， 2021.5-2022.5 ）
（ twenty-three ） two thousand and twenty-one National Undergraduate Innovation and Entrepreneurship Training Program: Integration, Development and Path Innovation of Guangdong Intangible Cultural Heritage and Cultural and Creative Industries from the Perspective of Cultural Confidence（ two hundred and two billion one hundred and ten million five hundred and sixty-one thousand and eighty-seven ， 2021.5-2022.5 ）
（ twenty-two ） two thousand and twenty-one South China University of Technology SRP Project: Rural tourism development and intangible cultural heritage protection innovation in the context of cultural and tourism integration（ X202110561397 ， 2021.3-2022.3 ）
（ twenty-one ） two thousand and twenty National Undergraduate Innovation and Entrepreneurship Training Program: Lighthouse New Media （ 202010561164X ）（ 2020.5-2021.5 ）
（ twenty ） two thousand and twenty Provincial Undergraduate Innovation and Entrepreneurship Training Program: “ internet +” Research on Brand Community Marketing in Home Furnishing Industry under the Background （ S202010561227 ， 2020.5-2021.5 ）
（ nineteen ） two thousand and twenty South China University of Technology SRP Project: Research on the Factors Influencing the Employment and Entrepreneurship of Hong Kong and Macao Youth in Guangzhou under the Strategic Background of Guangdong Hong Kong Macao Greater Bay Area （ X202010561412 ， 2020.3-2021.3 ）
（ eighteen ） two thousand and nineteen South China University of Technology SRP Project: Research on the development, inheritance and innovation of Guangdong red research tourism resources in the context of rural revitalization（ X201910561446 ， 2019.3-2020.3 ）
（ seventeen ） two thousand and nineteen National Undergraduate Innovation and Entrepreneurship Training Program: Research on the Development, Inheritance and Innovation of Guangdong Red Research Tourism Resources under the Background of Rural Revitalization （ two hundred and one billion nine hundred and ten million five hundred and sixty-one thousand and eighty-seven ， 2019.5-2020.5 ）
（ sixteen ） two thousand and nineteen Provincial Undergraduate Innovation and Entrepreneurship Training Program: “ Spark applet （ S201910561286X ， 2019.5-2020.5 ）
（ fifteen ） two thousand and eighteen National Undergraduate Innovation and Entrepreneurship Training Program: Interesting practice APP—— Comprehensive social innovation practice platform for college students and children （ two hundred and one billion eight hundred and ten million five hundred and sixty-one thousand two hundred and thirty-five ， 2019.3-2020.3 ）
（ fourteen ） two thousand and eighteen South China University of Technology SRP project : Research on Children's Tourism Experience in China in the New Era（ 2018.3-2019.3 ）
（ thirteen ） two thousand and seventeen South China University of Technology SRP project : A Study on Entrepreneurship Motivation, Behavior and Performance of College Students under the Regulation of Entrepreneurship Environment -- A Case Study of South China University of Technology（ 2017.3-2018.3 ）
（ twelve ） two thousand and sixteen South China University of Technology SRP project : Research on the Application of Social Media in Tourism Destination Marketing -- Based on the perspective of comparison between China and foreign countries（ 2016.3-2017.3 ）
（ eleven ） two thousand and fifteen South China University of Technology SRP project : The Application of Social Media in Tourism and Hospitality: Theory, Practice and Cases（ 2015.3-2016.3 ）
（ ten ） two thousand and fourteen South China University of Technology SRP project : “ Research on Three Creativity Talents Cultivation of Tourism and Convention and Exhibition Specialty under the Mode of Government, Industry, University, Research and Foreign Affairs（ 2014.3-2015.3 ）
（ nine ） two thousand and thirteen South China University of Technology SRP project : Research on the Influence of Guangzhou Greenway on Residents' Subjective Well being（ 2013.3-2014.3 ）
（ eight ） two thousand and twelve South China University of Technology SRP project : Research on the Integration and Development of Tourism and Cultural Creative Industry -- Taking Guangdong Province as an Example（ 2012.3-2013.3 ）
（ seven ） two thousand and eleven South China University of Technology SRP project : Research on the Horizontal and Vertical Integration Strategy of China's Tourism Enterprises（ 2011.1-2011.12 ）
（ six ） two thousand and nine South China University of Technology SRP project : Alliance or Merger and Acquisition: A Study on the Strategic Choice of Chinese Hotel Enterprises（ 2009.1-2009.12 ）
（ five ） two thousand and eight South China University of Technology SRP project : On the Internationalization Strategy of China's Tourism Enterprise Groups under Economic Globalization（ 2008.1-2008.12 ）
（ four ） two thousand and eight South China University of Technology SRP project : Theoretical and Empirical Research on Diversification and Performance of Tourism Enterprise Groups in China（ 2008.1-2008.12 ）
（ three ） two thousand and seven South China University of Technology SRP project :E Research on the Strategic Alliance of China's Tourism Enterprises in the Era（ 2007.1-2007.12 ）
（ two ） two thousand and seven South China University of Technology SRP project : Development trend and management innovation of theme parks under experience economy（ 2007.1-2007.12 ）
（ one ） two thousand and seven South China University of Technology SRP project : Theoretical and Empirical Research on the Core Competence and Outsourcing of Hotel Enterprises（ 2007.1-2007.12 ）
two Guide students to win prizes
（ seventeen ） 2024“ The third prize of the 14th National Undergraduate Market Research and Analysis Competition of Zhengda Cup: Spring in the lunch box, green in mind - market research and analysis of Guangzhou residents' leftovers blind box consumption;
（ sixteen ） two thousand and twenty-four The third prize of the school competition of China International University Student Innovation Competition: Heard that Indigo House is a pioneer in rural revitalization of intangible cultural heritage inheritance under the whole village operation mode;
（ fifteen ） two thousand and twenty-four The third prize of the national competition of China University Student Tourism Management Virtual Simulation Competition: Ranging the Moon - aerospace themed homestay;
（ fourteen ） two thousand and twenty-four Third Prize in the College Students' New Liberal Arts Practice Innovation Competition: Endless Voice - Looking back and promoting Hakka culture in southern Jiangxi with sound as a clue;
（ thirteen ） two thousand and twenty-four The third prize of the college competition of the college students' new liberal arts practice and innovation competition: the creation and upgrading of the nostalgic tourism destination of the silver haired people in the perspective of cultural and tourism integration;
（ twelve ） 2024“ The second prize of the Challenge Cup China Undergraduate Entrepreneurship Plan Competition: Heard that Indigo House is a pioneer in rural revitalization of intangible cultural heritage inheritance and research under the whole village operation mode;
（ eleven ） two thousand and twenty-four The third prize of the 9th National Hotel Management Simulation Competition at Rush Hour: All Street Fragrance Team;
（ ten ） two thousand and twenty-three The third prize of the eighth peak hour national hotel management simulation contest: McDonald's team;
（ nine ） two thousand and twenty-three The third prize of the eighth peak moment national hotel management simulation contest: four little beauty teams;
（ eight ） two thousand and twenty-three The third prize of the eighth peak hour national hotel management simulation contest: I will get rich right or not;
（ seven ） 2023“ Xinwangda Cup, the second prize of the 14th Challenge Cup of South China University of Technology, China Undergraduate Entrepreneurship Plan Competition: Heard that Indigo House is a pioneer in rural revitalization of intangible cultural heritage inheritance and research under the whole village operation mode;
（ six ） 2023“ The third prize of Challenge Cup National Undergraduate Extracurricular Academic Science and Technology Works Competition: the changes of rural residents' life and consumption patterns in the context of rural revitalization - take Mibo Village and Hongshi Village, Conghua District, Guangzhou City as examples;
（ five ） two thousand and twenty-two Excellence Award of the 7th National Undergraduate Discover Traditional Villages Research Contest: Exploring the new model of combining agriculture and tourism of Crystal Pear industry in the context of rural revitalization;
（ four ） two thousand and twenty-two Excellence Award of the 7th National Undergraduate Discovery of Traditional Villages Research Contest: the protection and activation of Langtou ancient villages in the symbiosis perspective;
（ three ） two thousand and eighteen The third prize of the 14th China (Shenzhen) International Cultural Industry Expo and the 4th National Cultural Creative Entrepreneurship Competition: Fun Practice - Chinese Children's Cultural Heritage Practice Platform;
（ two ） two thousand and eighteen The third prize of the 8th National Undergraduate E-commerce Innovation, Creativity and Entrepreneurship Challenge Guangdong Trials: Practice Alliance;
（ one ） two thousand and fifteen The first prize of the Entrepreneurship Competition for College Students majoring in catering and tourism in China: food craftsman;
7、 Publish academic papers （ Major Publications ）
[94] Li Muchun , Zhang Wanyi . The mechanism and process of local writing driving destination shaping from the perspective of nostalgia [J]. Journal of Tourism, two thousand and twenty-five The six stage , P8-10.
[93] Mai Pengru , Li Muchun . An Analysis of the Research Hotspots and Trends of College Students' Returning to Home and Entrepreneurship -- A Bibliometric Analysis Based on the Background of Rural Revitalization [J]. Journal of Hubei Institute of Engineering, two thousand and twenty-five The two Period (No forty-five Volume) , P118-128.
[92] Li Muchun , Li Can . Xinxiang Xian Entrepreneurship Ecosystem dynamic model Construction Research—— Based on Guangzhou R Village portrait Single case analysis [J]. Journal of South China University of Technology (Social Sciences Edition) No twenty-seven Volume No three stage , P144-160.
[91] Han Jintao , Li Xinyi , Li Muchun . be based on knowledge graph China in the past decade Cultural and creative fields Research overview [J]. Special economic zones, two thousand and twenty-five The six stage , P152-156.
[90] Li Muchun , Mao Mingchen . Research hotspots, evolution trends and future prospects of blockchain enabled smart agriculture development [J]. jiangsu agricultural sciences ,2025 The three stage , P1-12.
[89] Li Muchun , Ai Wenzhun , Xiong Yang , Zhang Xuanjian , Xu Jian . Realistic perception of historical and cultural blocks from two perspectives Of contrastive study [J]. Journal of Xinxiang University, two thousand and twenty-five The one stage , P1-10.
[88] Li Muchun , Han Jintao , Yang Peixuan , Li Xinyi , Chen Xue . Research on innovation of intangible cultural heritage products under the theory of value co creation -- Taking Foshan Xingshi as an example [ J ]. Journal of Shaoguan University (Natural Science Edition), two thousand and twenty-four The forty-five volume twelve stage , P56-62.
[87] Li Muchun , Li Can , Lin Jiayang . The Integrated Development of Higher Education in the Guangdong Hong Kong Macao Greater Bay Area: International Experience and Comparative Advantage [ J ]. Research on Higher Engineering Education in South China, two thousand and twenty-four The one Period (total one hundred and ten Period) , P6-13.
[86] Li Muchun , Wu Xingnan . Research on the Mechanism of Hong Kong, Macao and Taiwan Youth Entrepreneurship and Employment on the Promotion of National Identity [ J ]. Journal of Guangzhou Institute of Socialism ,2024 The two Period (total eighty-five Period) , P55-62.
[85] Li Muchun , Li Can , A Study on the Mechanism of Rural Tourism One Extremely Multi habitat Community Empowerment -- A Case Study of Maolan, Guizhou [ J ]. Journal of Guangzhou Institute of Socialism ,2023 The four Period (total eighty-three Period) , P59-66.
[84] Xu Jian , Li Muchun ( Corresponding author ), Xu Jingling , Gu Ziyang et al , Network Text Analysis of Visitors’ Perception of Multi-sensory Interactive Experience in Urban Forest Parks in China[ J ], Forests 2022, 13, 1451. https:// doi.org/10.3390/f13091451( Citation: Xu, J.; Xu, J.; Gu, Z.; Chen, G.; Li, M.; Wu, Z. Network Text Analysis of Visitors’ Perception of Multi-Sensory Interactive Experience in Urban Forest Parks in China.
Forests two thousand and twenty-two , thirteen , one thousand four hundred and fifty-one https:// doi.org/10.3390/f13091451 )
[83] Xu Jian , Li Muchun ( Corresponding author ), Chen Lingyi , Liu Tingru et al . Multi-Sensory Experience and Preferences for Children in an Urban Forest Park:A Case Study of Maofeng Mountain Forest Park in Guangzhou, China [ J ], Forests 2022, 13, 1435. https://doi.org/10.3390/ f13091435 （ Citation: Xu, J.; Chen, L.; Liu, T.; Wang, T.; Li, M.; Wu, Z. Multi-Sensory Experience and Preferences for Children in an Urban Forest Park: A Case Study of Maofeng Mountain Forest Park in Guangzhou, China. Forests 2022, 13, 1435. https://doi.org/10.3390/ f13091435 ）
[82] Li Muchun , Xu Jian , Cai Qi , Li Can , Wu Xingnan . A Study in Bedroom Living Environment Preferences of the Urban Elderly in China[ J ], Sustainability(SCI), 2022, 14, 13552. https://doi.org/10.3390/su142013552 (Citation:Li, M.; Cai, Q.; Li, C.; Wu, X.; Wang, T.; Xu, J.; Wu, Z. A Study in Bedroom Living Environment Preferences of the Urban Elderly in China. Sustainability 2022, 14, 13552. https://doi.org/10.3390/ su142013552)
[81] Xu Jian , Li Muchun ( Corresponding author ), Huang Dandan , Wei Yuxin , Zhong Sijia . A comparative study on the influence of different decoration styles on subjective evaluation of hotel indoor environment[ J ], Buildings two thousand and twenty-two , 12, 1777. ( Citation: Xu, J.; Li, M.; Huang, D.; Wei, Y.; Zhong, S. A Comparative Study on the Inflfluence of Different Decoration Styles on Subjective Evaluation of Hotel Indoor Environment. Buildings two thousand and twenty-two , twelve , 1777. https://doi.org/10.3390/ buildings12111777 )
[80] Xu Jian , Li Muchun ( Corresponding author ), Zhou Fangqi , Lv Boyi et al . A VR Experimental Study on the Influence of Chinese Hotel Interior Color Design on Customers’ Emotional Experience[ J ], Buildings 2022, 12,984. https://doi.org/10.3390/buildings12070984 ( Citation: Xu, J.; Li, M.; Cao, K.; Zhou, F.; Lv, B.; Lu, Z.; Cui, Z.; Zhang, K. A
VR Experimental Study on the Influence of Chinese Hotel Interior Color Design on Customers’ Emotional Experience. Buildings 2022, 12, 984. https://doi.org/10.3390/
buildings12070984 )
[79] Xu Jian , Li Muchun ( Corresponding author ), Gu Ziyang , Xie Yongle , Jia Ningrui . Audio-Visual Preferences for the Exercise‐Oriented Population in Urban Forest Parks in China[ J ], Forests 2022, 13,948. https://doi.org/10.3390/f13060948 （ Citation: Xu, J.; Li, M.; Gu, Z.; Xie, Y.; Jia, N. Audio‐Visual Preferences for the Exercise‐Oriented Population in Urban Forest Parks in China. Forests 2022, 13, 948. https://doi.org/10.3390/ f13060948 ）
[78] Li Muchun , Wu Xingnan , Wu Zhicai . Embedded governance of rural tourism community from the perspective of two-way movement [J], Journal of South China University of Technology (Social Sciences Edition) ,2022 The six stage , P113-122.
[77] Li Muchun , Cai Qi , Lin Xiaoyi . Community Participation to Improve People's Livelihood: A New Perspective of Tourism Popularity [J] Journal of Wuyi University, two thousand and twenty-three The two stage , P24-29.
[76] Li Muchun , Xie Jianing , Cai Qi . Research on Tourism Knowledge Map of Intangible Cultural Heritage in China [J], Journal of Shijiazhuang University, two thousand and twenty-two The twenty-four Volume No six Period, P76-87.
[75] Li Muchun , Li Can , Cai Qi . Luoyang's Wonderful Tour Culture from the Perspective of Cultural Tourism Integration IP Construction Research [J] Journal of Luoyang Institute of Technology, two thousand and twenty-three The one Period, P58-62 .
[74] Li Muchun , Gaofei Jing , Li Bing . Bibliometric Analysis on the Cultivation of Higher Science Talents in China in the Past 30 Years [J] , Higher science education ,2023 The one stage , P43-52.
[73] Li Muchun , Wu Xingnan , Han Bingchen , Xu Jian . An Empirical Analysis of the Effectiveness of Online Learning in the Virtual Semester Context[C],The Proceedings of 21 st Wuhan International Conference on E-Business,2022 year five month 28-29, P40-49.
[72] Li Muchun , Wu Xingnan , Cai Qi , Han Bingchen , Li Bing . An Empirical Analysis of the Learning Effect of Online General Education Course in the Cultivation of Science and Engineering Talents [C], The Fourth Academic Conference on Teaching in Chinese Universities , 2022 year seven month 1-2 day , P146-160.
[71] Li Muchun , Wu Xingnan . Informal Tourism Employment for Poverty Alleviation Under the Covid-19 Pandemic: Research Advances and Novel Challenges[C],Tourism, Aviation and Hospitality Development During the COVID-19 Pandemic,2022.1,p191-204. https://doi.org/10.1007/978-981-19-1661-8.
[70] Li Muchun , Wu Xingnan . Intertwining authenticity and modernity: an empirical study on the accommodation experience of online short rent tourists [ J ], Journal of huangshan university , 2022 The one stage , P21-30.
[69] Li Muchun , Wang Zichong , Wu Xingnan . The Evolution Path and Model Innovation of Rural Governance Mechanism in Guangdong [J], Journal of Guangzhou Institute of Socialism ,2022 The three stage , P68-75.
[68] Li Muchun , Zhou Jiayu . Research on Community Participation in Rural Tourism Development [J], Hubei Agricultural Sciences ,2022 The sixty-one Volume No four stage , P16-23.
[67] Lin Xiaoyi , Li Muchun . be based on CSSCI Analysis of the Knowledge Graph of Ecotourism Research in China [J], Journal of Southwest Forestry University (Social Sciences) ,2022 The six Volume No one stage , P24-32.
[66] Li Muchun , Wu Xingnan . A summary of research on employment poverty alleviation and tourism informal employment from the perspective of targeted poverty alleviation [J] Journal of Changchun University ,2021 The three stage , The thirty-one volume , P1-7.
[65] Li Muchun , Han Bingchen .SPOC A Study on the Influencing Factors of Learners' Continuous Learning Intention under the Mixed Teaching Mode [J] , China's education informatization ,2021 The six Total number of periods four hundred and eighty-nine stage , P1-7.
[64] Li Muchun , Peng Yun . Innovation and entrepreneurship of youth in Guangdong Hong Kong Macao Greater Bay Area Action study ——Based on NVivo Text analysis for [J], Youth Development Forum ,2021 The three stage , The thirty-one volume , P82-89.
[63] Li Muchun , Wu Xingnan . Ideological and Political Reform and Practice of Tourism Management Courses in Colleges and Universities -- Taking Tourism Economics as an Example [C], The eight Collected Papers of the th Annual Conference on Teaching Development Network in Colleges and Universities ,2021 year ten month , P97-107.
[62] Li Muchun , Han Bingchen , Li Bing . Research on the Teaching Effect of General Education in the Virtual Third Semester -- Taking Interesting Reading of Financial Statements as an Example [J], Research on Higher Engineering Education in South China ,2021 The two Total number of periods one hundred and five stage , P1-8.
[61] Li Muchun , Zhou Fangqi , Deng Jing . Consolidating Party building in colleges and universities to provide new ideas and methods for education [J], Chinese businessmen ,2021 The six stage , P42-43.
[60] Li Muchun , Sheng Zexuan . A Study on the Influential Factors of Youth Innovation and Entrepreneurship in the Guangdong Hong Kong Macao Greater Bay Area -- A Qualitative Analysis Based on Interviews with Entrepreneurs [J], Special zone economy ,2021 The six Total number of periods three hundred and eighty-nine stage , P84-88.
[59] Li Muchun , Zhang Zixuan . Youth in Guangdong Hong Kong Macao Greater Bay Area innovate Entrepreneurship policy Of Text analysis [J], Special zone economy ,2021 The four Total number of periods three hundred and eighty-seven stage , P57-62.
[58] Li Muchun , Peng Yun , Zhang Zixuan , Sheng Zexuan . Research on Youth Innovation and Entrepreneurship in Guangdong Hong Kong Macao Greater Bay Area Based on Knowledge Map [J], Journal of Guangzhou Institute of Socialism ,2021 The one stage ( Total seventy-two Period) , P104-112.
[57] Li Muchun , Li Jiefang , Gao Kechang . Exploration and Practice of Ideological and Political Education of General Education Course under the Background of New Engineering -- Taking Financial Statement Analysis as an Example [J], Research on Higher Engineering Education in South China , 2020 The two Total number of periods one hundred and three stage , P1-5.
[56] Li Muchun , Li Jiefang , Gao Kechang . In general education class SPOC A Study on the Application of Mixed Teaching Mode -- Taking Fun Reading Financial Statements as an Example [J], Journal of Jiamusi Vocational College, two thousand and twenty The twelve Term thirty-six volume , P131-133.
[55] Li Muchun , Li Jiefang , Gao Kechang . Exploration and Practice of Ideological and Political Education of General Education Course under the Background of New Engineering -- Taking Fun Reading Financial Statements as an Example [J] , Chinese Journal of Multimedia and Network Teaching, two thousand and twenty-one The two Period, P185-187.
[54] Li Muchun , Han Bingchen . Factors affecting women's informal employment in tourism in the context of rural revitalization [J] Journal of Three Gorges University (Humanities and Social Sciences Edition) ,2020 The forty-two Volume No five stage , P54-60.
[53] Li Muchun , Han Bingchen . Residents’ Perception and Participation Behavior on the Poverty Alleviation Effect of Tourism[C] ， Tourism Product Development in China, Asian and European Countries, P219-234.
[52] Li Muchun , Zheng Zhongqiang . The sixth industry promotes rural vitality driven by rural tourism [N] China Social Science Journal ,2019 year nine month twenty day .
[51] Li Muchun , Zheng Huitao , Chen Fei . Research on Children’s Tourism Experience and Influencing Factors in Chinese New Era[C] ， Tourism and reception industry: characteristics of the times and development trends, China Tourism Press , P18-31,ISBN9787503261244 ， two thousand and eighteen year ten month .
[50] Li Muchun , Xu Tianqi . The Impact of TMT Social Capital of Cultural and Tourism Listed Companies on Firm Performance: Based on the Moderating Effect of Ownership Structure[C], Tourism and reception industry: characteristics of the times and development trends, China Tourism Press, P33-44 ， ISBN9787503261244.
[49] Li Muchun , Xu Tianqi . Research on the Influencing Factors of Hotel Service Innovation from the Perspective of Organizational Learning[C], Tourism and reception industry: characteristics of the times and development trend , China Tourism Press , P46-58,ISBN9787503261244.
[48] Li Muchun , Liu Tingting , Xu Tianqi . The Impact of Board Capital on Performance of China’s Listed Tourism Companies Based on the Moderating Effect of Leadership Structure [C],the Wuhan International Conference on E-Business （ WHICEB 2018 ） , P572-582.
[47] Li Muchun , Liu Tingting . Research on the Effectiveness of the Governance Structure of the Board of Directors of Tourism Listed Companies [J] Journal of South China University of Technology (Social Science Edition) ,2018 The eighteen Volume No two stage , P27-38.
[46] Li Muchun , Liu Tingting , Xu Tianqi . Research on the Effectiveness of Board Governance Structure- Evidence from the Tourism Listed Companies in China [C] ， International Conference on Economics and Management Engineering （ ICEME 2017 ） .
[45] Li Muchun , Ma Suyun . Review and Prospect of Research on Hotel Revenue Management Performance and Its Impact Mechanism [J] , Tourism Guide , The one Volume No four Period (total four Period) , P71-88.
[44] Li Muchun , Ma Suyun . An Empirical Study on the Influencing Factors of Revenue Management Performance of High Star Hotels in China [J] , Reprinted in full in Tourism Management, a photocopy of Renmin University of China ,2017 The one stage , P68-79.
[43] Li Muchun , Ma Suyun . Research on the Performance Impact Mechanism of Hotel Revenue Management in China: Theoretical Framework and Research Proposition [J] , Reprinted in full in Tourism Management, a photocopy of Renmin University of China two thousand and sixteen The ten stage , P50-57.
[42] Li Muchun , Ma Suyun . An Empirical Study on the Influencing Factors of Revenue Management Performance of High Star Hotels in China [J] , Tourism Science, two thousand and sixteen The thirty Volume No three stage , P80-94.
[41] Li Muchun , Ma Suyun . Research on the Performance Impact Mechanism of Hotel Revenue Management in China -- Theoretical Framework and Research Proposition [J] Journal of South China University of Technology (Social Science Edition) ,2016 The eighteen Volume No four stage , P21-28.
[40] Li Muchun , Ma Suyun . An Empirical Research on Hotel Revenue Management Financial Performance Influencing Factors [C],the Fifteenth Wuhan International Conference on E-Business (WHICEB 2016),P392-399.
[39] Li Muchun , Lu Ying . The Greenway as a Project for Happiness: Perspectives from Local Residents in China[J] , Journal of Tourism Research and Hospitality, 2016.5.
[38] Li Muchun , Ma Suyun . Hotel Revenue Management Performance Influencing Mechanism: Theoretical Framework and Research Propositions [C],the Fourteenth Wuhan International Conference on E-Business (WHICEB 2015),P551-559.
[37] Li Muchun , Wei Wei , Duel . Internationalized teaching staff in the context of internationalization of higher education VPC Model Research -- Taking South China University of Technology as an Example [J] Journal of South China University of Technology (Social Science Edition) two thousand and fourteen The sixteen Volume, P142-147.
[36] Li Muchun , Wei Wei , Duel . Internationalized faculty VPC pattern [J] , South China Higher Engineering Education Research, two thousand and fourteen The three Period (total eighty-three Period) , P27-32.
[35] Li Muchun . M&As Effects on Chinese High-tech Company Innovation Performance ： Developing Research Framework and Propositions [C],the Thirteenth Wuhan International Conference on e-Business (WHICEB 2014),P497-502.
[34] Li Muchun . Research on the reform of classroom teaching evaluation mechanism in our school -- based on the perspective of happiness [J] , South China Higher Engineering Education Research, two thousand and fourteen The three Period (total eighty-three Period), P27-32
[33] Wei Wei , Yuan Jingjing , Li Muchun . An Empirical Study on the Obstacles of Low Carbon Technology Diffusion in Hotel Industry [J] , Chinese population . Resources and environment, 2013.2, P66-71.
[32] Li Muchun , Wei Wei . Research on the Transformation and Upgrading Development Strategy and Operating Mechanism of China's Hotel Industry Based on Low Carbon Technology Innovation [J] , ecological economy , 2012.4:154-158 (Reprinted in full in Tourism Management, a copy of the NPC two thousand and twelve point six ）
[31] Li Muchun . Effects of M&As on Innovation Performance: A Basic Research Framework [C] , The Eleventh Wuhan International Conference on e-Business (WHICEB 2012) , two thousand and twelve point five .
[30] Li Muchun , Wei Wei . A summary of green hotel research in china in the past decade [J] Journal of South China University of Technology (Social Science Edition), 2010.2.
[29] Li Muchun . A Comparative Study of Different M&A Models from the Perspective of Integration [J], commercial age , 2009.7.
[28] Li Muchun . A Prospective Study of International Chemistry in Chinese SMEs [J], Enterprise economy , 2009.3.
[27] Li Muchun , Li Bing .E-learning Research on Exploratory Collaborative Learning Mode under the Environment -- Taking Tourism Economics as an Example [J], Journal of South China University of Technology (Social Sciences Edition) ,2009.2.
[26] Li Muchun . Research on Diversified Mergers and Acquisitions in China: Overview and Prediction [J], Science of Science and Management of Science and Technology , 2009.5.
[25] Li Muchun . Investigation and Reflection on Bilingual Teaching in Tourism Management -- Taking Western Hotel Financial Accounting as an Example [J], Research on Higher Engineering Education in South China , 2009.6.
[24] Wei Wei , Zhang Shasha , Duel , Li Muchun , curvelet . Regional Comparison of Energy Saving Status of Star rated Hotels in Guangdong Province [J], economic geography , 2010.2.
[23] Li Muchun, Li Bing, Research on Inquiry-collaborative Learning of Tourism Economics Course Based on E-learning Environment[C],1st International Workshop on Education Technology and Computer Science, 2009 （ Vol II ）： 1024-1028 ， 2009.3 (EI retrieval ) .
[22] Li Muchun , Blue Hailin . Chinese Small and Medium-sized Enterprises Internationalization Strategy: Current Research Review and Future Recommendations [C], WLICSMB two thousand and nine , VOL （ I ） : 429-433 ， two thousand and eight point one two .
[21] Li Muchun . Comparative Research of Motivation and Mode of Vertical and Horizontal Integration[C], WSM2008 , VOL (I) ： 70-74 ， two thousand and eight point one two .
[20] Li Muchun , Wei Wei . Travel Agency Strategic Alliance in Web2.0 Times Research[C], ICMS2009 ， two thousand and nine ， VOL (8) ： 96-100 , two thousand and nine point five .
[19] Li Muchun , Blue Hailin . Research Review of M&A, Innovation and Performance[C], The 8th Wuhan International Conference on E-business, 2009VOLSI-III:1923-1928 , two thousand and nine point zero five .
[18] Li Muchun , Xu Shi .e Analysis on the Form, Motivation and Performance of Tourism Enterprise Strategic Alliance in the Era [J], Management observation , 2008.9.
[17] Li Muchun . Alliance Network and Internationalization of Tourism Enterprises [J], Hotel modernization , 2008.6.
[16] Li Muchun . Hotel collectivization VS Hotel strategic alliance [J], Hotel World ,2008.01.
[15] Li Muchun . Theme -- the future development trend of tourism products [J], China Tourism Hotel , 2007.3.
[14] Li Muchun . Re examination of Strategic Alliances of Tourism Enterprises in China [J], Sino foreign Hotel ,2007.12.
[13] Li Muchun . The Impact of Service Outsourcing on Hotel Business Objectives and Performance [J], Hotel World , 2007.3.
[12] Li Muchun . Research on the Application of Business Outsourcing in Economical Hotels [J], Special zone economy , 2006.4.
[11] Li Muchun . The Core Competence and Outsourcing of Theme Parks [J], Commercial Economics Review , 2006.2.
[10] Li Muchun , Zhang Lili . Positive interaction between urban tourism destination and theme park construction [C], Proceedings of the International Conference on Urban Tourism (Shanghai) ,2006.11.
[9] Li Muchun . Analysis on the attraction interaction between theme parks and urban tourism destinations [J], commercial age .
[8] Li Muchun . On the Core Competence of Business Hotel [J], Hotel World ,2006.02.
[7] Li Muchun . Experience Economy and Theme Park Product Innovation [J], Modernization of shopping malls ,2005.11.
[6] Li Muchun , Peng Shuolong . Resource outsourcing and its economic analysis , Enterprise economy [J],2005.3.
[5] Li Muchun , Peng Shuolong . Analysis of the connotation of outsourcing [J], economist , 2005.1.
[4] Li Muchun . Guangzhou's Urban Modernization and the Development of the Tertiary Industry [J], Economic management ,2002.11.
[3] Li Muchun , Liang Jingrui . Rethinking the Low Efficiency of State owned Assets Operation [J], economist ,2002.01.
[2] Liang Jingrui , Li Muchun . Guangdong Province Re plans and Readjusts Foreign Investment Fields [J], Economic management ,2001.07.
[1] Li Muchun . Thoughts on Securities Financing and the Choice of Financing Mode in China [J], Contemporary economic science ,2002.04.
8、 Monographs and textbooks （ Books and teaching materials ）
（ one ）《 Principles and Practice of Tourism Economics (Second Edition), editor in chief, Tsinghua University Press, ISBN 978-7-302-64066-0 ， two thousand and twenty-three year seven Published in, thirty-five point two Ten thousand words;
（ two ）Introduction to Hotel Management (Second Edition), deputy editor in chief, Huazhong University of Science and Technology Press, ISBN978-7-5772-0503-8 ， two thousand and twenty-four year one Monthly publication;
（ three ）Principles of Hotel Management, deputy editor in chief, Huazhong University of Science and Technology Press, ISBN 978-7-5680-5461-4 ， two thousand and nineteen year eight Monthly publication;
（ four ） Principles and Practice of Tourism Economics, deputy editor in chief, Tsinghua University Press, two thousand and nine year twelve Monthly publication;
（ five ） Career Planning and Quality Cultivation, co editor, Tsinghua University Press, two thousand and eight year nine Monthly publication;
（ six ） Tourism Marketing, co editor, Tsinghua University Press, two thousand and five year nine Monthly publication;
9、 National, provincial and ministerial courses （ National and Provincial-level Courses ）
（ one ） two thousand and twenty-three National first-class undergraduate course Interesting Reading of Financial Statements (online and offline hybrid first-class course) (certificate number two billion twenty-three million two hundred and forty-one thousand three hundred and sixty-nine , course leader)
（ two ） two thousand and twenty National first-class undergraduate course Principles of Hotel Management (online first-class course) (certificate number two billion twenty million one hundred and ten thousand five hundred and fifty-seven , ranking third)
（ three ） two thousand and twenty-one Demonstration Project of Curriculum Ideological and Political Reform in Guangdong Province - Interesting Reading of Financial Statements (Model Class) (Certificate No two hundred and two million one hundred and twenty-three thousand and thirteen , course leader)
（ four ） two thousand and twenty-three Guangdong Province's first-class undergraduate course Tourism Planning and Development (first-class social practice course) (certificate number) two hundred and two million three hundred and twelve thousand nine hundred and fourteen ）(ranking second)
10、 Award and reputation （ Honors ）
（ twenty-nine ） two thousand and twenty-four Excellent Instructor of National Innovation and Entrepreneurship Practice Alliance of College Students (Certificate No two hundred and two million four hundred and six thousand and twenty-one ）
（ twenty-eight ） two thousand and twenty-four Outstanding Undergraduate Thesis Instructor of South China University of Technology
（ twenty-seven ） two thousand and twenty-four National Virtual Teaching and Research Section of Tourism Management Major of the Ministry of Education 100 outstanding cases of national tourism education: Innovation and practice of industry, education, research and innovation integrated talent training model of convention and exhibition economy and management major in Dawan District (case No NECT-003 ）(ranking second)
（ twenty-six ） two thousand and twenty-four One hundred outstanding cases of national tourism education from the National Virtual Teaching and Research Section of Tourism Management Specialty of the Ministry of Education: exploration and practice of the six modernizations linkage high-quality tourism management talent training model (case number NECT-002 ）(ranking second)
（ twenty-five ） two thousand and twenty-three Annual Rural Revitalization Leaders Cultivate Touyan Project Excellent Tutors
（ twenty-four ） two thousand and twenty-three Outstanding Communist Party Member of South China University of Technology
（ twenty-three ） two thousand and twenty-three Excellent Instructor of the 8th National Hotel Management Simulation Competition at Rush Hour
（ twenty-two ） two thousand and twenty-two Excellent instructor of the 7th National College Students' Discover Traditional Villages Research Contest
（ twenty-one ） two thousand and twenty-one Undergraduate Teaching Excellence Award of South China University of Technology
（ twenty ） two thousand and twenty-one The second prize of Excellent Cases of Teaching Reform and Innovation for online open courses of undergraduate colleges and universities in Guangdong Province
（ nineteen ） two thousand and twenty-one The second prize of three-step reading method of financial annual report of listed companies for excellent online teaching course cases of undergraduate colleges and universities in Guangdong Province
（ eighteen ） two thousand and twenty-one Undergraduate Track Excellence Award of the First Smart Tree Cup Ideological and Political Demonstration Case Teaching Competition
（ seventeen ） two thousand and twenty-one First Prize of Excellent Achievements in Philosophy and Social Sciences of Guangdong Province (Research Report) (Certificate No 2021-C-1-066 ）(ranking fourth)
（ sixteen ） 2018-2019 Outstanding Head Teacher of South China University of Technology
（ fifteen ） two thousand and fifteen Gold Tutor of China Food and Tourism Professional Entrepreneurship Competition
（ fourteen ） 2013-2014 The second prize of Teaching Excellence of South China University of Technology in the academic year
（ thirteen ） 2012-2013 First Prize of Teaching Excellence of South China University of Technology
（ twelve ） two thousand and ten ～ two thousand and twelve Advanced Individual of Three Education in South China University of Technology
（ eleven ） two thousand and thirteen The second prize of excellent thesis of the South Campus Teaching Seminar of South China University of Technology
（ ten ） two thousand and thirteen Outstanding Instructor of Undergraduate Thesis of South China University of Technology
（ nine ） 2011-2012 The second prize of Teaching Excellence of South China University of Technology in the academic year
（ eight ） 2010-2011 The second prize of Teaching Excellence of South China University of Technology in the academic year
（ seven ） two thousand and eleven Third Prize of Excellent Paper of the Teaching Seminar of South Campus of South China University of Technology
（ six ） 2009-2010 The second prize of Teaching Excellence of South China University of Technology in the academic year
（ five ） 2008-2009 First Prize of Teaching Excellence of South China University of Technology
（ four ） 2006-2009 Advanced Individual of Three Education in South China University of Technology
（ three ） 2007-2008 The second prize of Teaching Excellence of South China University of Technology in the academic year
（ two ） 2007-2008 Encouragement Award of Undergraduate Young Teachers Teaching Classroom Competition of South China University of Technology
（ one ） 2006-2007 Third Prize for Teaching Excellence at South China University of Technology in the Academic Year
Updated to June 2025